Peter Kim Harnesses 2009 Social Media Predictions

Peter Kim recently asked several social media/marketing leaders to share their thoughts about the trends for this phenomena in the upcoming year.  The 23 page document entitled Social Media Predictions for 2009 holds lots of interesting insights and Peter sums up the thoughts this way:

After reading through the thoughts here, some key themes emerge for me:

- We understand the technologies but need to employ them with a human empathy

- Mass participation will continue to grow, while experienced users employ refined filters to drive

increased relevance

- Measurement needs to be addressed, soon

I think the last point was covered well by Todd Defrean who said “…it may be the way of the future but you still gotta eat.”  True.

As I read through the thoughts one theme kept resonating for me and that was the theme of human emotion: relationships, empathy, passion and a sense of commitment. 

In order for social media to be successful (and by successful, it isn’t necessarily the number of Twitter followers as it is the wave of influence and quality of relationships built) it has to be used with a desire to reach out and connect.

Those blogs that TALK AT their readers are less interesting to read than those that ask questions, share a controversial but passionate opinion and reach out for a response. 

Rohit Bhargava compared the current social media experience with what the trend should be in 2009 and in one case said that we currently assign the task of social media to the most logical person on the communications team when in fact it should be given to the most PASSIONATE.

Peter Blackshaw says “intimacy touches emotion; emotion POWERS conversation.”

It is all about building relationships – making connections.

Companies need to get off their high profitability horse and face facts that if they want to remain in the game going forward, their focus needs to shift from the bottom line to the customer relationship.

If ever there was a make or break moment it is TODAY.  The start of the new year.  The bottom of the economy.  A “no place to go but up” time in our lives and if we want to succeed – we have to start listening to our customers in person and on line.

Andy Sernovitz nails it on the head when he says “there will be a customer satisfaction uprising.”  People will not hesitate to share their views on the Internet.

What will your customers say about you?

What trends do you see for social media in the coming year?